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THE MEDIA SEP 2018 e-book

MEDIA AGENCY LEGEND Transparency is key Collins, said the judges, is a “consistent performer with a strong reputation for transparency”, an issue that has stayed top of mind for media owners and advertisers since a devastating report by the National Association of Advertisers in the US detailed how rebates and incentives received by media agencies from media owners were being retained and not passed on to advertisers. The ANA has recommended that transparency be a condition for programmatic buying too. In an interview with The Media Online, after Carat won the Absa account, Collins identified “disruption, transparency and brand safety” as the top three trends the industry needed to focus on – and would determine any agency’s success and longevity: “How you measure digital is vital; we are 100% transparent – we don’t hide money within digital to make more money,” she said. Collins displays the qualities of leadership, passion, commitment, mentorship, inspiration, consistency, and wisdom, the judges said. She is a relationship builder and brilliant negotiator, and is involved internally and within the media sector, they added. Gordon Muller, one of the judges, stated that after the tragic death of Gordon Patterson in July 2016, Collins stepped into the breach as a media agency representative who gave freely of her time to get involved in industry business, which with the mass repositioning of the media research sector, was an undertaking requiring not just time, but dedication and yes, negotiating skills too. “The courage she showed in picking up in the absence of Gordon Patterson was truly phenomenal,” said Muller. Collins is a firm believer in research, and says Carat’s investment in the sector has given them a major advantage. “We position ourselves in other African countries in much the same way as in South Africa; we invest in research in those countries as well and our consumer scope survey (CCS) focuses on Nigeria, Ghana, Kenya, with three or four more countries coming on board to ensure we are at the forefront of insight and digital innovation,” she says. Previous winners of this award include Harry Herber, Gordon Patterson, Virginia Hollis, Josh Dovey, and Bryan Gibson. Another criteria for this award is that the winner sets the bar for future leaders. Collins certainly has set the bar, and it’s particularly high. • WORK history • 1997: Co-founded African Extension, which researched and booked media across Africa. Handled clients such as Tiger Brands, South African Breweries and L’Oreal. • 2003: Joined Starcom, opened ‘best of breed’ offices across Africa. • 2005: Joined the Starcom board of directors. • 2008: Appointed head of buying for Starcom. • 2012: Made deputy managing director of Starcom MediaVest Group. • 2014: Joined the Carat Group as business director and within a few short months was promoted to managing director. “Collins identified disruption, transparency and brand safety as the top three trends the industry needed to focus on…” Rina broomberg Winner of the 2018 MOST Shepherd Award P 30 The Media | wagthedog.co.za


THE MEDIA SEP 2018 e-book
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